Singes consumer desire for the iPad to 49 per cent.
Digital researcher Parks Associates says in the Christmas tablet battle, Amazon's Kindle Fire and Apple's iPad 2 are almost neck and neck for product preference.
The report says of the 16 per cent of US broadband homes planning on a buying a tablet in the holiday period, 51 per cent would choose the Fire, which leaves the iPad sitting on 49 per cent.
It's likely device cost will play a key difference in making the choice between the two, as the Kindle Fire retails for $199 against the $499 iPad.
Results show those aged 45+ prefer the Fire compared to those with higher incomes and a higher education, which prefer the iPad.
Tricia Parks, CEO, Parks Associates, said: "Having already established itself as the leading brand in e-readers, Amazon's entrance into the adjacent tablet space will disrupt the market.
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"Amazon's competitive pricing, combined with its considerable media and application offerings, makes the Kindle Fire a serious tablet contender, likely to scoop up market share among bargain shoppers."
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